P&G has launched Pampers Prestige, a silk-infused diaper range in China, leaning into luxury to offset slowing baby-care demand. China is P&G’s second-largest market after the U.S., but a declining birth rate — which fell to a record low of 6.39 births per 1,000 people in 2024 — is weighing on diaper volumes. CEO Shailesh Jejurikar said the company is turning to product innovation rather than price discounts. Greater China Baby Care achieved double-digit organic sales growth over the past 18 months and increased share nearly 3 points. Pampers Prestige retails at 20-50% above mass-market alternatives on platforms like Tmall and JD.

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